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In the past three years after the LED explosion, this company has experienced a series of problems such as no bright spots, homogenization of models, and weakening of revenue. So, what is the current domestic channel situation of Qiyi Lighting? Where is the way out? 
The new era has won the "What is the situation of the Shanghai Yiyi lighting terminal now?"
"I don't understand, the company has always met with them in an engineering project, and finally the 'final' company has not entered." A project director of a domestic business enterprise responded to the reporter, and this business company has deepened domestic channels already. Ten years of history.
When the reporter used the above questions to consult more than 10 business and home business leaders about the situation since the last year, the answer was mostly “not very clearâ€.
"The most terrible moment for the development of a company is not that the output value is no longer growing, but that the competitors at similar levels are no longer paying attention to you." An industry veteran planner commented.
Looking back at the road of LED transformation of Shanghai Yiyi Lighting, the development process seems to be faster than a considerable number of traditional transformation or new LED brands, and the profit ratio is relatively good.
In 2008, new LEDs or traditional transformation brands are at a stage of ignorance on how to cut into channels and even product positioning; and dealers still use traditional lighting as their main business, and end consumers’ understanding of LEDs is more at the display level. . It can be said that the LED application lighting market at this time has just sprouted, except for government lighting and street lighting projects.
At this time, the enterprise lighting has been drastic, and it is in the pain of comprehensive transformation. The self-revolution has naturally avoided the market revolution.
In 2011, the LED industry began to develop rapidly, a large number of factories were transformed, and laymen and consortium companies also invested in it. The industry's voice about the bubble began to rise. According to data from the Ministry of Industry and Information Technology, from January to April 2011, LED industry investment maintained a high-speed growth, with an investment of more than 30 billion yuan, a growth rate of more than 90%, becoming a veritable investment hotspot.
The future prospects are fascinating. The current channel market demand is not enough. The influx of enterprises has led to the increasing homogenization, the backlog of manufacturing products and the endless consumption of terminals, etc., and a series of confusions have caused headaches for LED companies.
In addition, although LEDs are outstanding in engineering, prices are still the most realistic issue for companies to "sell" LED circulation and home lighting. In December 2011, the author in a lighting wholesale city in Chongqing, a dealer spit bitter water "we generally do not like to sell LED lights. Because the price of LED is really too much difference with energy-saving lamps, incandescent lamps. For example, 3W LED The price of the lamp is 20 yuan, the price of 7W is 90 yuan, and the energy-saving lamp is only about 10 yuan, and the incandescent lamp only needs 2 yuan; and in the eyes of ordinary people, the energy-saving effect of one LED lamp is irrelevant. â€
It was the “industrial collective confusion period†from 2009 to 2011, and the company’s lighting was the fastest growing. It specializes in LED spotlights and ceiling lights, locates high-end home-assisted and commercial lighting, and locks high-end lanterns and modern lamps in Baohui Lighting, Jinda Lighting, Qilang Lighting, Kaiyuan Lighting, Xintel Lighting, etc. As a “reliant†object, Dadian realizes the development and control of the high-end retail market.
“The image and packaging of Qiyi Lighting at that time was like selling jewelry. Together with the formation of several warehousing and logistics centers, it was quickly distributed and became the focus of the industry. Although the price is 5 to 8 times higher than similar products, it is still The sales volume is considerable." An old-fashioned modern lighting company marketing director said that the "enterprise-effect" was still praised.
It is in this stage of confusion and anxiety that once people have innovated from the business model and cut the gap in the market, it is easy to open up the homogenous competition distance with a number of enterprises and quickly form brand characteristics.
Sugar daddy establish a benchmark <br> <br> on July 1, 2003 establishment of the Shanghai enterprise, one lighting fixture in 2004 entered the manufacturing, broader product lines involved, including commercial lighting, engineering lighting, home lighting products . It consists of three service-oriented branches and one export service center, including East China Operation (Changzhou) Center, South China Operation (Guzhen) Center and North China Operation (Beijing) Center.
In 2012, it can be said that it is the “top of the year†for the coverage and output value of the enterprise. According to industry sources, there are about 200 specialty stores, and there are about 3,000 outlets for showcases and exhibition walls, with an annual output value of about 300 million yuan. At that time, many listed companies, traditional lighting brands and LED companies that extended the industrial chain were just beginning to enter the lighting channel.
“When the traditional business model is based on the operation center model, it is based on the hidden channel engineering customers, and the wholesale network is based. The enterprise one is to go out of its own way. The big retailer is the target merchant. Made the first brand of high value-added 'home-based lighting'." Industry senior planner Hoss summed up.
From the market terminal feedback, it can be seen that in the traditional lighting era, more than 80% of dealers will not display more customized auxiliary lighting products such as business photos and ceiling lamps in their exhibition halls.
According to the reporter's visit summary, there are three main reasons: 1. Lighting stores pay attention to the overall style, or regional style coherence, such products are difficult to put in the right position, once the display is not good, but affect the overall image.
2. The profit margin of such products is small, the value of single products is low, and the crystal lamps of Swarovski, Egypt and other materials are over 10,000 or even more than 100,000 yuan, while an LED ceiling lamp or LED ceiling lamp is hundreds or less. Then tens of dollars, the enthusiasm of shopping guide promotion is too low.
3. Compared with the engineering wholesale channels, the sales of ceiling lamps and ceiling lamps of large lighting retailers are incomparable, and manufacturers naturally do not pay attention to them.
However, the practice of Qiyi Lighting is to “do the oppositeâ€, formulate a monopoly image that suits the taste of the “big up†of the lighting store, and formulate product profit margins according to the retail rules of lanterns. At the same time, the use of the showcase, sample delivery and other means to let the lighting business without the worry of the initial investment, this is also the first batch of enterprises to use the "send" word in the LED application field development channel. It can be said that Qiyi Lighting attaches great importance to the retailers of lanterns from the blank spots of the market and the bottleneck of the company's own channels.
Take Hunan as an example. At present, only the prefecture-level cities and some developed counties have enterprise-owned stores and image display areas. The retail store area is more than 1,000 square meters, or even larger. The dealers are well-known lighting fixtures in Hunan. Daxie, like the golden lighting of Zhuzhou, the lotus lamp of Luzhou, the royal lighting of Hengyang, the Tianhong lighting of Xiangtan.
"The product quality is very good, but I think that the LED company of this type will not be very big in sales, because the price determines the market." Changsha, a brand agent analysis.
In fact, the purchase volume of a home-based basic lighting fixture generally accounts for about 20% of the total purchase volume of lamps. That is, the proportion of main lighting such as ceiling lamps, kitchen lights, aisle lights, backlights or T5s, and photo lamps, such as living room lights, dining chandeliers, and floor/floor lamps, is about 20%.
“I have positioned the lighting products other than the lanterns as the basic lighting for the home. The enterprise product line is a good complement to the demand gap for the large retailers of the lanterns. In addition, it takes only 30,000-50,000 samples for the basic lighting of the home and does not require pressure. Inventory, but may bring 15% -20% profit growth point. For the big retailer of lanterns, why not," Hess added.
And the number of home-based lighting products that require tens of thousands of high-end lantern retail stores across the country to pay attention to quality and image is considerable. Therefore, after determining the positioning and channel mode, it took only about half a year, and the company will stand out from the crowd and establish its high-end home-assisted and commercial lighting brand status.
In the following years, the company's lighting outlets developed rapidly, and the product profit was higher than the peer multiple. For a time, the “enterprise-one model†was relished by the industry, and the imitators followed suit. They all used “cost-effectiveness†as a selling point, but at that time, the enterprise’s lighting was flourishing, and the market only recognized the first place, and the followers were rewarded. . 
Eating old and tired is full of 2013. It can be said that it is an important turning point of enterprise-one lighting. Since July 8, 2013, the name of “Shanghai Enterprise Business Development Co., Ltd.†was officially renamed as “Shanghai Qiyi Industry (Group) Co., Ltd.â€. From a single company to a group company, the pioneering spirit is on the paper.
However, if the previous years were still brewing, then the channels, enterprises, dealers, and consumption habits at this time have undergone "quality" changes.
As the LED technology matures, better new technologies such as COB also show the advantages of being close to the people. In addition, with the form of reflectors or lenses, it has become the mainstream solution for directional lighting, and its light quality is better than traditional craftsmanship. Great improvement.
“Before the company’s lighting was thought to be quite advanced, 80% of the new LED products were largely “old bottles and new wines.†This year I visited the Beijing market and saw that the monopoly store was still displaying 1 watt of single high-powered shots. The proportion of lamps and ceiling lamps is 80%." The head of marketing of an old LED home lighting company is also puzzled by the "outdated" of enterprise technology in product technology research and development and update speed.
"The industry knows that most of the LED products of Qiyi are OEM processed, and it is only the integrator of products and channels. I think that the performance of the lighting market in the past two years is half-dead, but the construction of its monopoly image is still It is worth learning." The general manager of a company that just started running a home lighting channel in more than 30 provinces and cities in the country for half a year said.
The reporter also found through investigation that the main products of Qiyi Lighting are processed by Zhongshan and Jiangmen foundries. Due to excessive dependence on OEM, the speed of product development and update often fails to keep up with the market rhythm.
According to research reports from high-tech LED stations, dealers believe that their product update speed and lack of richness accounted for 47%, 34% believe that barely meet the standards, only 19% believe that they can meet market demand.
Therefore, even if Qiyi Lighting launches a number of new products every year, there are fewer and fewer "cold" people.
“In 2014, Qiyi launched COB high-power products and color temperature adjustable products, but we didn’t have new products. After all, the price is very high, so it is difficult to sell.†A lighting dealer in Chengdu said that now there are more choices, naturally It will no longer be tied too tightly with the brands that can't afford to run.
“The overall sales volume of storefronts increased from January to June 2014, but the sales volume of Qiyi was down, and the sales volume was about 20% lower than that of the same period of last year. This was mainly because the store adjusted its business strategy and removed some of its products. In the enterprise products sold, there are only more than ten products such as LED waterproof ceiling lamps, spotlights, downlights and T5 lamps.†The above-mentioned Chengdu dealer pointed out.
This is a product weakness, and at the same time, the channel is also weakening. The main reason is that Qiyi Lighting was originally “parasitic†in a corner of the lighting store. It relied on the lighting brand to “shun†to sell the products, and the end consumers’ recognition of their brands was very low. What's more, Op Lighting, NVC Lighting, Foshan Lighting, Sanxiong? Aurora Lighting, Xintel Lighting, etc. have not paid much attention to the LED home tube spotlights and commercial lighting brands have awakened, and go all out to strengthen product development, channels Control, policy guidance, etc.
Both NVC and Opp have either explicitly or implicitly issued a “blocking order†to prohibit dealers from acting on competitor products. The original Baohui Lighting, Jinda Lighting, Kaiyuan Lighting, etc. have gradually started to use other similar home and commercial lighting brands with relatively high cost performance, such as Tiantian Lighting.
"We have been cooperating for many years. Now we are basically separated from the lanterns. There are special stores. There are no new products in 2014. The sales volume is definitely not as good as last year. The hotel club project is not good, and the competition of the peers has become fierce." Lighting Beijing dealers mentioned this year's market is not optimistic.
Once again, the consumption environment and habits have changed. At present, the frugality is prevalent, and the new and renovation projects such as hotel clubs have been greatly reduced compared with previous years. The trend of online shopping is prosperous. After 80 and 90, the consumer groups dominate the home improvement market. Quality is more fashionable than service.
"The development of e-commerce, the impact of physical operators is greater. For example, the new LED ceiling lamp of Qiyi, we have not arrived in the store, similar styles have been on the Internet." Xiamen Yiyi Lighting dealer analysis .
There is also inventory pressure. In the past two years, the LED industry has gradually entered a period of high volatility and high risk. Almost no enterprise dares to make large stocks, and dealers are talking about stock changes.
“The price drops by 300% a year. Who dares to blindly inventory? The enterprise is no exception. I heard that even if the customer wants a light, it can also send a courier. Because of the high unit price and large gross profit, it can support the operation without stocks. Mode. However, the inventory pressure of enterprises has increased greatly.†The above senior marketing planner said, “Of course, these pressure companies should be passed on to the foundry, but the risk of price reduction is still only a virtuous circle.â€
I have sought to change and not to retreat. "The moon is lacking." In the heyday, the company’s lighting leader is not aware of the sense of crisis, so in 2012 to 2013, it has been seeking transformation and breakthrough.
However, in the eyes of many senior marketers, the transformation seems to be more of a slap in the end, and can't get out of the box of the initial high-end successful experience.
During this period, Qiyi Lighting announced the further upgrade of the monopoly image and launched new LED products for more high-end home decoration, luxury villas, high-end clubs and five-star hotels. The brand concept of “special LED lighting†is also at this time. Shouted out.
In order to match the grade and quality of the new LED products, the company will no longer use the previous exhibition hall and product display form. The new showroom style is characterised by luxurious elements. The products displayed in the exhibition hall are all LEDs, and more than 80% are brand new LED products. The new exhibition hall implements a national unified sales price system.
However, in the same period of December 2012, the Nanjing Intermediate People's Court of Jiangsu Province issued a first-instance judgment, ruling that Shanghai Enterprise Business Development Co., Ltd. and its distributors, Nanjing Woma Lights, home lighting equipment business department immediately stopped manufacturing and sales violations of Ford. Lighting LED Magnolia bulb patent products, "Enterprise One" to compensate "Shifu" 900 million yuan economic losses, and bear legal costs. Afterwards, the company refused to accept the appeal and was dismissed by the Jiangsu Higher People's Court in June 2013 and maintained the original judgment.
Since then, the lack of research and development, the shadow of copying the city has been accompanied by the enterprise lighting.
“We have been working with Enterprise One for more than 7 years, and its terminal sales form has evolved from the initial home photo display to the current diversified, multi-level, home experience museum development. However, since the plagiarism of the Ford “Magnolia Light†incident occurred, After the compensation of 900,000 yuan, the speed of updating its new products has slowed down." An enterprise lighting distributor in Shanghai introduced.
The dealer said that from the first half of this year, there were only two new LED ceiling lamps in the store, and the price was lowered by about 10%. The price/performance ratio of these new products in the market is not very high, and the competitiveness is not satisfactory.
Hess told reporters that the completion of the sales network construction, the company only completed 20% of the work. Only by doing all the eight aspects of customer cooperation positioning, promotion, products, policies, training, services, teams, and exhibitions, is it true that customers can be truly strategic partners in realizing a win-win situation, otherwise the short board effect Will eventually knock down a brand.
"We don't do inventory. The company has an East China operation center in Changzhou. Customers need products. Today, orders can be shipped and delivered tomorrow. The shelf life of home decoration is 10 years. The project shelf life is 6-8 years. No one has to say anything.†The enterprise-based lighting distributor in Hangzhou said its core advantages, but he added: “Sales in 2014 still fell by 20%-30% year-on-year.†
[Channel research] Enterprise one lighting: "Benchmark" advantage is no longer
[Wen|High-tech LED lighting channel reporter Zhou Jianhua] Six years ago, Shanghai Qiyi Lighting used the home and commercial lighting to cut into the lantern store channel, supplemented by engineering projects, both in terms of product price and revenue. Can not find the entry point of the LED brand new imitation of the object.